Surely they don't interrupt the football with adverts though, Rufus?
That's a very good question Bluebelle, as any patronising politician would say. 
You're partly right. We have one channel which is a hybrid Govt., started off ad-free, and then was later allowed to accept ads, but being partly Govt, funded is under more control; number of ads, frequency etc.
Saves the Govt. some money. 
Fortunately this channel has become the "soccer channel" and is showing the World Cup ad-free, except for half- time of course.
EPL games are shown in full ad-free on this channel which is also free-to-air. "Live" rugby is on commercial channels, mostly ad-free, but the odd one out is cricket, on a commercial channel, where they stick an ad in at the end of each over. 
And BTW, ads are not "local". Many are from overseas and are probably the same slick ones that you watch! 
Anyway, here endeth the lesson, now that you know as much, or as little, about our TV as me.
You've had to endure this because our weather has been crook all day, (it's now nearly tea-time), so I've not felt guilty at all, tapping away at the computer.
Sorry about that! 
Good Health and may the best team win.